Credentials Presentation

Credentials presentation used while self employed Research & Planning Consultant, highlighting approach and range of work, clients and client feedback

1. fern grant

Research and Planning

2. An Introduction

3. Who am I?
Fern Grant
Independent planning and research consultant
Based in Stroud, Gloucestershire
20 years experience in research
Specialising in brand positioning, packaging, and npd qualitative research

4. Where have I come from?
Graduated with Honors degree in Research Psychology, San Jose State University California
Research Assistant at the Centre for Personal Construct Psychology – bringing psychotherapeutic techniques into organisational settings
Set up Interactions Ltd offering organisational and market research in UK and Ireland
Gained MSc in Occupational Psychology – Birkbeck College London
Joined Holmes & Marchant International design agency as Head of Planning – specialising in npd and packaging research
1984
1985
1989
1992
1993
Went freelance!1998

5. What are my areas of expertise?
Brand Positioning Brand Packaging NPD

6. What methodologies do I use with consumers?
Group discussions Consumer workshops Depth interviews
Product placementAccompanied shopping Consumer diaries
Telephone interviews
Ethnographies

7. What other services do I offer clients?
Client workshops
Research audits
Brand exploration and new product development brainstorming
Using expertise of full marketing mix (sales, marketing, R&D, pacakaging)
Utilising creative exercises, techniques and stimulus
Review of all relevant research documents
Objective to summarise learning and identify opportunities
Ensures new research builds on learning rather than re-invents the
wheel

8. Who have I worked with?

9. Project Experience

10. Brand Positioning
Heinz BBQ Sauces Identify new positioning opportunity for Heinz BBQ sauce range
M&S Bloomers Identify development directions to build on success of tuna Bloomer
Leapfrog Identify best positioning to fit with parents aspirations for their children
Heinz Beans Provide consumer driven insights to develop targeted communication platform/npd programme
Geest sauces Provide clear understanding of consumer needs to identify positioning and product opportunities
2002
2002
2004
2003
2005
United Biscuits Provide business understanding of consumer needs to identify positioning and product opportunities
Heinz Soup Cup Provide a SWOT for soup cup range to identify future directions for development
2004
2004

11. Brand Packaging
Heinz Spreads Provide development recommendations for new packaging formats
Heinz Ketchup Identify opportunities for sauce on the move and development guidelines
Farley’s Provide clear understanding of impact of change from current to new packaging
2002
2003
2004
Vitalite Provide development guidelines for packaging2003
Clover Provide clear recommendations for design development directions2003
United Biscuits Provide development guidelines for the 2006 M&S Christmas tin of biscuits 2004
Interflora Provide recommendations for design development of all Interflora branded presentation material2004

12. New Product Development
Cedo Identify product development opportunities for household wrap products
Geest ethnic range Provide understanding of consumer needs to identify opportunities for growth
LeapFrog Identify US products for optimal UK launch
Heinz baby food Provide R&D, design, and communications brief for a new baby food product
Soup Snacks Recommend optimal routes for entering instant soup market
2003
2004
2005
2004
2002
Smith & Nephew Provide practitioner and patient feedback regarding a new wound care product2004
Heinz baked beans Recommend new ideas to progress and provide development guidelines2004
Product Range:
• Lamb with Tikka Masala Mash
• Crispy Tandoori Aromatic Chicken
• Chicken Tikka Enchiladas
• Sri Lankan Chicken with Bombay Rosti
FINEST - INDO BISTRO
Kerry Foods Provide new product development guidelines2005

13. Conducting Projects

14. What can you expect working with me?
Commitment Involvement Enthusiasm
What you see is what you get!!
I take absolute responsibility.
I work as part of the project team.
I do what’s best for the team.
I enjoy doing what I do.
I give 100% to every aspect.
Tenacity Integrity Delivery
I believe in doing things right.
I work to get it right from the outset.
I don’t fob off clients or consumers.
I say it like it is.
I know clients want recommendations.
I ensure research delivers them.

15. What do my clients say about working with me?
Fern is a very enthusiastic, approachable, professional person
who gets absorbed into her subject matter from the outset. Her
strength of being a skilled facilitator and ability where
appropriate to incorporate a wider market knowledge enables
her to provide forward thinking which has led to some positive
outcomes in our business. Fern is an expert in her field.
, ,
M a r y F a w c e t t M a r k e t in g M a n a g e r
G e e s t
Fern has a rare ability to get to the heart of an innovation
opportunity because she has a gift for digging past the
consumer platitudes to the heart of that opportunity.

D a v id G o u d g e
,
M a n a g in g D ir e c t o r B r a n d D e v e lo p m e n t
B u s in e s s
I have worked with Fern for 10 years and can say that she made me realise
that every other researcher I ever met was a pale imitation of the real thing.
She’s challenging, encouraging, resourceful, curious, demanding, clever,
funny. She is everything you want a researcher to be. I would never willingly
work with anyone else and know our clients feel the same. If you want to feel
inspired about your consumers, and really know what they think, and you want
it all done in a clever but feet on the ground way, then Fern is your solution.
, ,
A n d r e w D o y le M a n a g in g D ir e c t o r H M I D e s ig n
C o n s u lt a n c y
I have been using Fern for 4 years now, first at Heinz and now at LeapFrog.
The reason I continue to use Fern is that I have never worked with a researcher
that has more insight into consumer behaviour, regardless of the category.
Fern’s background as an agency planner shines through in her ability to cut
down all the fluff around a problem and focus on key positioning and
communication needs to appeal to target consumers. I have worked with many
large research agencies but have yet to witness better service than with Fern.
, ,
Te r e s a C e b a llo s M a r k e t in g D ir e c t o r Le a p F r o g
To y s
6 years on and I continue to enjoy and value working with Fern.
I know she will deliver the results whether it is a quick 2 group
project to fine tune a bit of packaging or an 8 group project to
determine a brand’s positioning. Professional, thoughtful,
consistent, thorough, reliable, concise – a real pleasure to work
with.
, ,
M ic h e le G ile s H e a d o f In s ig h t R H M
Fern creates a true connection with consumers. She encourages consumers to
speak out and generates a wealth of knowledge and consumer understanding
to help shape future marketing strategies.
, ,
V ic t o r ia G r e g o r y B r a n d M a n a g e r H e in z

16. How can you get in touch?
Fern Grant Research and Planning
Palace Chambers
40 London Road
Stroud, Glos GL5 2AJ
00 44 1453 840240
00 44 7887 528842
[email protected]